How to Find Your Brand’s Voice

The internet has really changed the way we communicate. I was speaking to a journalist recently who told me that when he started writing for newspapers thirty years ago the average length of a sentence was 25 words, but now sentences in newspapers and online are getting shorter. Often they only run to 18 words. Why do you think that is? It’s not because people’s attention spans are getting shorter and it’s not because people lack basic reading skills. The media are using shorter sentences because 18 words can be more easily displayed on the screen of a mobile phone than 25-words, hence it makes scrolling through an article more convenient on a phone!

Changing technology is impacting the way we write. If you have a venture and you’re marketing online it’s crucial that you find a voice which does justice to your enterprise.  You need the right tone and the precise expressions to tell your story. Finding your voice is perhaps the most important part of ‘content marketing’ and it is essential if you want to turn your passion into profit. If you create a webpage that lacks a presence, people are not going to engage with you or your enterprise.

When it comes to finding your voice, there are a few questions you need to ask yourself. The first is what are you saying? If you have drawn up a business plan, you will have written an overarching mission statement and hopefully also a number of goals. Every day you need to revisit these, because these are at the core of what you will be saying. Next, you need to ask yourself who you are speaking to. How old is your audience? Where do they live? Are they predominantly male or female? What do they believe in? Why do people visit your website? Why would they choose you over a competitor? How do you want your website to make people feel? What do you love about running your business? If your brand was a person, how would you describe this individual?

Your writing voice, online, in newsletters, and even in podcasts and webinars must resonate with the audience. It also has to line up with your vision and values. Think about the tone of your voice. We all have many different voices. Would you use the same voice speaking to a family member as you would to a police officer? No, you tailor your voice to every situation. So when it comes to developing your online voice you must assess your audience, and what they expect from you, and what you want to tell them.

Is your message coming across clearly? Are you expressing what is real and authentic about your brand? What do you hope to achieve? What can you offer clients? Will you address the reader as ‘you’ or are you trying to create a sense of community? I often write referring to ‘us’ – you (my readers) and me, because I frequently address issues that I’ve also dealt with, so it’s a shared experience, I’m writing about something that is common to us. Would it be effective to use questions in your content, to encourage your reader to see the situation in a different light? Will you use jokes?

When developing a voice for your company or enterprise, remember that your writing does not just have to be information-driven or fact-based – for example, ‘I sell quality, hand-made rugs’ is information-driven content, but it’s okay to also tell your story. You can tell the story of how you came to set up your business, why it’s important to you. For example, ‘I grew up in Turkey and my earliest memory is sitting on a woven carpet with my grandmother, who was reading me a story. I remember this carpet as the heart of our family’s home. It was the place where we gathered and bonded every night. My mission now is to show Australia that a handwoven carpet is more than an accessory; it’s more than art. It’s the creation of place – an epicentre for the family, where you can come to gather and care for one another at the end of the day. Read stories on this carpet, spread out cushions and recline, watch television, or just share your day and your joys every evening.’ Stating the facts doesn’t always get across your message. To really connect with an audience you need to make them feel. You words need to carry emotion and bring people into your world. That’s what I aim to do every time I get onto a stage.

When searching for the voice of your enterprise, remember also that you don’t just have to stick with writing. You can post up a podcast (a recording of your voice) and talk directly to your audience, or you could even go with a webinar, as I often do. That way the audience gets to hear your voice and see your face. Remember pictures tell a thousand words. In a webinar you can communicate with facial expressions, hand gestures and most importantly a smile!

One of the worst mistakes writers make is telling the reader what to think, rather than letting them reach their own conclusions. This is referred to in writing circles as telling, not showing. For example, ‘Sarah is a wonderful person’ is telling, but showing is ‘Sarah is always there when anyone needs her. She’s the first to offer a helping hand. She arrives with meals when someone is sick, she phones when friends are troubled, she posts a card to offer cheer and she always has a hug if you’re feeling blue.’ A great way of ‘showing’ your audience how great you are is by having posts or testimonials from customers who’ve already experienced your service.

If you really doubt your abilities as a content producer, consider joining a writers’ centre. Most towns and cities have their own writers’ centre and they offer a multitude of writing workshops through the year. Community colleges also offer writing courses.

Please ensure there are no spelling or grammar mistakes on your website. This will only undermine you and your business and make you look unprofessional! I love the American website, writing.com’s slogans. Here are two to put a smile on your face.